Are you tired of the limited imagination that is running epidemic through commerce these days? 

If so, Juno & Jove, who's been an online retailer for some months now, has recently opened its stunningly inspired flagship store in the heart of beautiful Sarasota, Florida. 

Most notably, where other vendors have stopped short by offering one interpretation of eco-friendly (see my critique of nau), and/or completely ignored their target market, Juno & Jove marches forward and holds up a new ideal that is at once refreshing and simultaneously an homage to the past. With a slate of both upstarts and venerable brands like Christian Fischbacher, paired with high-end sustainable designers like Linda Loudermilk, it's hard to go wrong. 

And, I should know, I helped start the thing! So, it was certainly an enjoyable morning for me today, to see what we had designed on paper (starting in 2006) meet with reality. 

Since my leaving, Olivia Bono, the company's CEO, has continued to push on and has finally transformed a forgotten and dusty space into a jewel of a shopping experience. 

So, what makes Juno & Jove special? 

First, the space looks successful, sophisticated, and tastefully appointed. It's neither overly feminine, nor too masculine. It's just classy. Stepping through the front door, you are immediately drawn in by the earth-tone walls, bias plank flooring, and by the variety of other carefully chosen materials, objets d'art and a design theme that is evocative of a time gone by. Juno & Jove takes what Anthropologie tries to a new level, and does so with an emphasis on being "green." The especially contrasting beauty HERE is that the store doesn't try to be mainstream. And, it's not looking to become a shopping-mall experience. It takes artisans, and small-ish manufacturers and gives them a showcase. 

Second, it's a showcase to give their wares to the world, in a straightforward and uncomplicated way...minus the editorial decisions of brand <script type="text/javascript"></script> -managers and purchasing agents who are motivated by numbers and ROI projections. The product selections reveal a deliberate attention to style, craftsmanship, and sustainability in way that works best on this scale of web outlet and a perhaps a few brick-and-mortar locations. 

Third, this allows for the store's employees to pay close attention to a customer's needs, provide recommendations, and give the customer an experience that no other store, let alone a "eco-boutique" can provide. 

Fourth, although not yet complete, the website displays a sampling of products that are in keeping with a style, composition, and color-palette that is appealing to its customer and reflects the store's overall concept. This is something to note and is particularly important for the more affluent LOHAS customers that are clearly Juno & Jove's market. 

Failure to consider the target, and position the brand appropriately, among other faults, have served as points of failure for businesses since the dawn of commerce. Here, with Juno & Jove, the customer has a pleasant and interesting space to enjoy, they have quality merchandise to take home, and they have contributed in some way to preserving talent and the environment.

Fifth, a piece of advice, and the charge for all sustainable businesses in the current economic climate, is to overcome the perceived price barriers that the the blogosphere has noted, and to balance the product mix going forward to reflect a more practical offering. While a challenge, it is not nearly as difficult of a task as other recent businesses have faced and failed at achieving. 

Finally, let's hope that this attention to detail, the choosing of the right goods, and the commitment to social-responsibility and sustainability continue on at Juno & Jove.